Data marketing: Teradata acquires Israeli start-up Appoxee

by bold-lichterman

Teradata, a company specializing in marketing based on data analysis (Big data), has announced the acquisition ofAppoxee, an Israeli start-up specializing in mobile marketing. The amount of the transaction was not disclosed, but the Wall Street Journal evokes an operation around 20 million dollars.

The Tel Aviv-based start-up specializes in notifications push and messages in-app. It proposes to optimize mailings on the basis of an analysis of Internet user data in order to determine, for example, the best schedule or the audiences to target. The solutions are marketed as services (Saas) with three specific formulas according to the needs and the desired options.

With the integration of Appoxee, Teradata aims to provide its customers with a single interface for managing their marketing operations, whether web or mobile. “With Appoxee’s mobile marketing solutions, we are further helping our customers use data to better understand their customers’ preferences, and help them take advantage of marketing based on individualized data,” said Darryl McDonald of Teradata.

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